Rhetoric: A User’s Guide

1. Rhetoric: A User’s Guide Advanced Rhetorical Writing Matt Barton

2. What’s it good for? • Rhetoric is a useful tool for • Constructing an Identity • Making Persuasive Arguments • Interpreting Symbols, Texts, and Events • Rhetoric kicks in when more by-the-numbers systems won’t cut it.

3. Rhetorical Theory & Practice • Most fields have a “dominant paradigm” that its workers follow to generate new knowledge. • Rhetoric is a “grab bag” of conceptual tools; a “whatever works” methodology.

4. Rhetoric of Cell Phones • The way you use your cell phone is a form of rhetorical practice. • You can use the cell phone as a “theatrical prop,” staging conversations or showing off how important you are. • A cell phone can reassure you (and argue to others) when you’re feeling insecure or lonely. • There are generally two audiences with a cell phone: The person you’re calling, and the people standing around listening.

5. Rhetoric of Travel • Traveling is a way to get outside our comfort zones and open our minds to new possibilities. • Although we can’t ever have a truly “authentic experience” or a true escape from our “everyday lives,” traveling can help us “remain vigilant” and “self-critical” about ourselves.

6. Rhetoric of Advertising • “Advertising acts as an immensely powerful propaganda tool for a consumerist ideology that may impoverish our psyches almost as readily as it empties our wallets.”

7. Understanding Ads • “Advertisements are best understood as responses to other claims and as continuations of ongoing conversations.” • Let’s take a look at the “big picture” of the advertising phenomenon, not just focus on isolated ads.

8. Evolution of Ads • In early forms, ads were designed to hawk “snake oils” and “miracle cures” to a rather naïve public.

10. “Reason Why” Strategies • Later ads tried to present a “talky” ad that identified a problem, then explained why their product would solve it.

13. Power of Suggestion • Later ads abandoned the direct approach and focused on “bending people’s attitudes.” • Customer: Buys products they need. • Consumer: Buys products they want.

15. Argument vs. Suggestion • Arguments invite skepticism and counterargument. • Suggestion invites identification. • Suggestions lets you get away with ads that would never work with arguments.

16. suggestion

17. Miller Man Law

18. The Absurdity • TV commercials try to make us feel like buying their products will help us form a “unique and authentic” identity. • Just like all the other millions of consumers who fall for the same line… We’re Unique! Absolutely unique!

19. The Benetton Effect • Why pay $50 more for a shirt just because it has a company logo on it? • Put emphasis on the brand name.

20. Final Thoughts on Rhetoric • Rhetoric is useful because it • Promotes better, richer conversations that are capable of • Forestalling conflict, • Overcoming difference, • Converting enmity to critical understanding • And difference to identification. • Rhetoric shapes conversationalists capable of both critical listening and thoughtful speaking.

21. The End of Conversation • Our conversation is not the means to the good life. • It is the good life.